Monday, February 4, 2013

Waco Radio: WACO-FM Sees Big Drop In Ratings

Longtime Waco radio market king WACO-FM 100 99.9 FM stumbled in
the fall Arbitron ratings, but still retained its No. 1 crown, as Waco’s newest
radio stations continued to build their audiences.

The country station suffered a nearly 5-point drop among
listeners ages 12 and older from fall 2011, but headed the pack with an 11.3
share. Hot on its heels was Waco sister-CC oldies station KBGO-FM 95.7 with a 10.9
share, while hip-hop-urban station KWBT-FM The Beat 104.9 and
Spanish-language KWOW-FM La Ley 104.1 tied for third with a 7.1 share.

According to a story by Carl Hoover at wacotrib.com, the
fall book delighted Bill LeGrand, general manager for M & M Broadcasting’s
Waco stations, who saw Texas/Red Dirt country KRMX-FM (Shooter FM) dominating
among male listeners 18 to 49 years old, leading all Waco stations in that
demographic in less than a year’s time.

Zack Owen, WACO morning personality and operations manager
for Clear Channel’s five Waco and two Killeen stations, tipped his hat to
Waco’s No. 2 country station in the fall book and noted that while WACO was No.
1 for the 20th year, competition in the Waco radio market had heated up in the
past few years.